The WhatCounts Blog

Everything you need to know about smart, personalized email marketing.

Guess Why We Dropped 60% of Our Subscribers? (Part I)

Learn how we booted 60 percent of our inactive subscribers.Maybe you’re wondering if the name of this post is actually true. It is. On August 28, a little over a month ago, I dropped about 60 percent of the subscribers from the WhatCounts Weekly list.

Yes, I’m alive to tell about it.

Yes, I shed a tear when it happened.

Yes, you can do it, too.

Inactive Subscribers are the Worst

This is the story of how we sloughed off 18,000 subscribers from our mailing list. It starts, like any story, with a pretty decent beginning. Once upon a time, our mailing list was growing and healthy. Or so we thought. Turns out, fewer and fewer people were opening and loving on our weekly emails. Metrics were going down and so was my patience with our inactive subscribers.

I’m a big fan of practicing what you preach. And boy, have we preached re-engagement campaigns and getting rid of inactive subscribers a lot.

You guessed it – we moved forward with a killer, two-part re-engagement series to the subscribers who hadn’t opened or clicked inside our weekly emails in a year. I had high hopes for the response to this campaign. Basically, I wanted all our inactive subscribers to slap themselves on the forehead and reaffirm their devotion to us.

That didn’t happen. What did happen was two percent of the people we sent the emails to opened them and only .1% clicked. The rest really didn’t care.

I knew what needed to be done next, but the prospect of unsubscribing all those people from my list made my marketing heart break. But it had to be done. The positive aspect was that I didn’t delete these subscribers from our database entirely, or unsubscribe them from our other emails. They only got booted from our WhatCounts Weekly list.

Bye-Bye Inactives, Hello Engagement

For a month now, I’ve been holding my breath to see what would happen with our now squeaky-clean list. Would metrics remain the same (“they just couldn’t!”), would they droop lower (“impossible!”), or would they skyrocket (“yes, of course!”).

The truth is none of these things happened. Instead, the numbers have been creeping skyward at a steady pace since I got rid of the inactive subscribers. In fact, I’m happy to report the open rate is twice what it used to be: 12 percent now and 4-6 percent then. Additionally, CTOR has improved exponentially, which tells me the subscribers I now have on my list truly love the content in our emails.

The Future is Bright

I know you know it’s hard to drop people from your list. I’ve been there, shaking off the jitters as I waved goodbye to those 60 percent of subscribers. I’ve seen the light at the end of the tunnel: Our future of an engaged, happy list of people who love getting our email.

Keep your eye out for Part II of this post. I’m going to tell you how dropping 60% of our subscribers affected our deliverability. Don’t want to miss it!

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

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Your email list is your most valuable asset. Learn 57 tips for building it today!


Quiz: Can You Catch the Email Marketing Myth?

Are you looking for an opportunity to prove your email marketing prowess?

Maybe you’re looking to challenge your co-workers to a friendly Friday showdown.

If so, take our true or false quiz on some of the most common email marketing myths and see if you can separate the fact from the fiction! Not only can you secure your title as the marketing guru of the office, you might even learn something new.

Tweet us your results via the links below!

Victoria Lopiano
Marketing Coordinator, WhatCounts

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Tackle October Email Campaigns with the Right Playbook

Get your marketing playbook ready with these tips for October email campaigns.Fall is officially here.

It’s time to kick off your October email campaigns, as well as plan for your holiday season emails. With the right playbook, you’ll be able to attack your to-do list and score a touchdown with every message you send. Avoid email marketing fumbles with these tips for each part of your email marketing game.


An airtight offensive strategy for your October email campaigns starts with taking advantage of the autumn theme. This time of year often brings special traditions and routines for people. Capitalize on these fall festivities with your email campaigns including copy, color and creative.

Huddle up with your team and talk about what October holidays you can use to inspire your campaigns, too.

  • Columbus Day is Oct. 13 – Why not make a play using a contest or giveaway for this official holiday? Time to get creative!
  • Halloween is Oct. 31 – Promote your social media sites via email by asking subscribers to share costume ideas/pictures and then posting favorites in your email campaigns. Ideas like this one will get your brand fans cheering.
  • Oktoberfest (dates vary) – These festivities are all about beer and German food. If that’s not your brand’s thing, maybe avoid this one. But if you can work it in, do! Here’s a fun example taken from a World Market Oktoberfest email:

World Market harps on Oktoberfest, just one idea for an October email campaign.


This October, the defensive strategy for your email marketing should be focused on deliverability. The recent report from ReturnPath should motivate you to put double coverage on your delivery scores, especially with the holiday season approaching. Take the time now to build a solid reputation so your important holiday emails are sure to get through in the coming months. Here are the plays to add to your defensive formations:

  • Block inactive subscribers. They’re only carrying away your engagement scores, so at the very least, you can unsubscribe those who haven’t opened in the past year.
  • Add valuable players. Go after subscribers who do want to receive your content and will open and click within your emails. Beef up your preference center and website popups to gain these subscribers.

Special Teams

You can’t ignore those smaller, but oh-so-important, tasks that make your email marketing a star. Need help kicking your email campaigns through the goalposts for the win? We’ve got league veterans who can help with even the most specialized of tasks. You should see how we’ve helped a bunch of email marketers up their games.

Remember, the key to any successful email program is an offense, defense and special teams that complement each other. Yes, you’ve got to be prepared to work hard this October not only to punt amazing seasonal campaigns but to condition your email marketing for the holiday season. Once you’ve worked hard to put your playbook together, you can sit back and enjoy seeing the game in action.

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Monday Motivation: 5 Email Marketing Articles to Get You Going

This Monday, I’ve rounded up five top-notch articles from the web about email marketing, in honor of the new drag-and-drop lifecycle UI on our Professional Platform, and to provide you with some always needed Monday motivation.

Check out these articles, and then check out our lifecycle UI to be really inspired. It’s a total game-changer.Just Another Lightbulb, by Alca Impenne, via Flickr

The Holiday Prep That Email Marketers Should Be Doing Now | Marketing Land

Along with cold weather and cheer, the holiday season always brings an amazing opportunity for email. Many smart email marketers have already started planning their campaigns. Whether you’ve been planning, or are maybe a little late to the party, read this article to get the scoop on what you need to do now to set yourself up for success this season.

How Much Do Retail Marketers Personalize Websites and Emails | MarketingProfs

I believe there is a direct correlation between the personalization of an email and the success and performance of said email. Each day, email recipients are becoming increasingly selective in what messaging piques their interest.

I know I’m not the only one who feels this way about personalization, so it never fails to surprise me when I come across a statistic like this one, found in a recent MarketingProfs article: “Nearly one-third (31%) of online retailers in the United States with annual marketing budgets exceeding $1 million do not personalize their websites in any way.” Hold-up. This stat astonished me – so I kept reading.

This post is chock-full of statistics that will show you what sort of personalization tactics are being utilized in the retail industry, what works best for the companies’ surveyed, and how your company can really take advantage of personalization to stand out.

Adaptive Content: The Omni-Channel Technique You Need to Implement | Content Marketing Institute

This article from Content Marketing Institute stood out to me as one of the most interesting I’ve read in recent memory. It is full of great ideas on the extremely interesting topic of integrating online and offline customer experiences, and, as the title suggests, adaptive content. I think it is worth a read by anyone in the marketing industry, but especially those in email marketing, where it is downright fun to think about all the possibilities in adaptive content and integrating an on-and- offline experience.

The Top 10 Ways To Re-Engage Dead Email Subscribers | KISSmetrics

How many unengaged subscribers are you sending to? According to this article, 60 percent of the average email list is made up of “dead” email subscribers. Ain’t nobody got time for that. Read this article to find ten strategies to put an end to disinterest, win back readers, and prevent future loss.

Don’t Take Apple’s Xmas Gift for Granted: 5 Tips to Cut Holiday Complaints | ClickZ

While you’re prepping your amazing holiday emails, don’t forget to prepare for the forces working against your carefully crafted campaigns: subscriber complaints and low engagement. Read this article for five tips to keep in mind.

Read an interesting email marketing article recently? Do share! Tweet at us or leave us a comment.

Victoria Lopiano
Marketing Coordinator, WhatCounts

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


ReturnPath: 1 in 6 Permission-Based Emails Misses the Inbox

Let's dive into ReturnPath's newest deliverability report.The goal of any marketing email should be to reach the recipient’s inbox. The quest for the inbox is why WhatCounts provides a platform that’s optimized for delivery to most prominent email providers, why we offer a full suite of Delivery Services guided by industry experts, and why we’ve partnered with ReturnPath for access to their delivery tools and insight.

Each year, ReturnPath conducts its Inbox Placement Benchmark study, which samples nearly 500 million emails worldwide to identify trends in mail placement. Conducted between May 2013 and April 2014, the most recent study followed commercial mailers across 20 industries sending permission-based email around the world.

The 2014 results, released earlier this week, provided some expected results alongside a few that were a bit surprising. Here are a few of the notable findings and our thoughts on each:

1. Inbox placement…

…from May 2013 to April 2014 was 83 percent worldwide. Six percent of sent mail ended up in the Spam folder while 11 percent didn’t reach the recipient at all – most commonly caused by mail blocks.

2. In the US and UK, inbox placement…

…fared a bit higher at 87 percent overall, but other European senders saw a bit harder time reaching the inbox overall.

3. Among over 150 mailbox providers…

…Gmail provided the highest likelihood of a marketer’s email reaching the inbox. However, this only applied if the mail was delivered to the Promotions tab. Somewhat surprisingly, mail across a specific industry usually saw as good or better read rates for mail delivered to the Promotions tab compared to mail that landed in Primary.

ReturnPath asserts that mail reaching the Primary tab is held to higher standards for engagement and spam complaints, and as a result promotional mail that lands there is likely to be ignored among the recipient’s truly personal emails. This results in decreased engagement, making these messages more likely to end up in spam.

Another possible explanation is that Gmail users have become accustomed to checking their Promotions tab when they are ready to shop, meaning that mail routed to the Primary tab gets left out during the user’s email shopping spree.

4. Health & Beauty emails…

…had the highest inbox rate at 96 percent, while Internet & Technology organizations saw a paltry 43 percent of their mail reach the inbox. Industries that depend heavily on customer relationships – including Retail, Insurance, Non-profits, and Food/Beverage – all saw inbox placement rates at 90 percent or above. Fostering good customer relationships most often leads to loyal followers and consistent email engagement, which leads to increased inbox placement.

5. In one of the more surprising findings…

…inbox rates were consistent through the holiday season. Most in the industry would expect to see a dip in inbox rates thanks to the increased volume of emails from retailers and subscribers who can’t possibly engage with all the email they receive. Instead, the trends showed inbox rates for October-December 2013 were actually slightly higher than those for the preceding four months.

It’s likely this trend was actually helped by the increased volume of email, as the negative factors such as complaint rates saw their impact minimized. Additionally, the offers sent by marketers may have driven higher engagement rates to take advantage of better-than-usual sales.

Finally, ReturnPath also notes…

…the increase in mobile opens may have helped minimize complaint rates in a somewhat unusual way. The data indicates most of the mobile openers are using an iPhone or iPad to access mail, and the Apple Mail app on the iOS platform doesn’t provide an easy option to report a message as spam, unlike many desktop or web-based mail clients. As a result, users may simply ignore the email instead of marking it as spam and logging a complaint against the sender.

The key takeaway from these study results is that getting to the inbox remains a challenge for many marketers. If you’re not sure whether you’re getting to the inbox, are sure that you’re not, or just need help staying there, WhatCounts’ experienced delivery team provides a full complement of service offerings to help you succeed. If you’re interested in details or pricing, please contact for further assistance.

Brad Gurley
Director of Deliverability, WhatCounts

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Your email list is your most valuable asset. Learn 57 tips for building it today!


Using Video in Email is Easier than You Think

Many marketers today are using video to spice up their marketing, educate customers, and talk about products and services. Combining these videos with email, the highest ROI-producing channel, can boost exposure of this your marketing messages.

But what’s the best way to integrate video into your email marketing? There are a variety of email providers and apps, and a lot of popular ISPs aren’t fans of including videos in email. Because of security concerns, these ISPs strip JavaScript and iframes, two of the commonly used tools for embedding video in email.

But don’t let these blockades make you abandon the idea of including video in email. A few simple work-arounds allow you to share your rich video content with your subscriber base.

One successful method for including video in email is embedding an image suggesting video playback by overlaying a play button or other visual cue. Litmus does this quite often in sections of the emails it sends:

Litmus embeds an image with a playback icon to give the illusion of video in email.


Another more frequently used solution is including an animated GIF that accurately depicts the motion of the video and serves as a teaser for a subscriber to view the video in its entirety. Animated GIFs have evolved to be longer, like this one from Scrubs and Beyond:

Scrubs and Beyond uses animated gifs to tease subscribers to watch the video.

Note: Animated GIFs aren’t supported by some email clients, including Outlook.

While not truly embedded into the email itself, a video can be hosted by a third party such as YouTube or Vimeo, allowing you to share with those in your network who already engage with your content through that channel.

Another successful option is using the top-notch media-hosting features inside WhatCounts Professional platform to control where the user can click through to after watching the video. An additional benefit of using the platform to host your video instead of a third party is that you can see reporting about who clicked on the video and for how long they watched it.

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Here Are the Answers to Your Email Testing Questions

You asked, we answered your email testing questions.The science of email testing: It’s a topic a lot of marketers struggle with for a variety of reasons: There’s no time to do it in an already hectic schedule, they don’t know how or what to test in their email campaigns, it’s just too hard to set up. The list goes on and on. But the benefits far outweigh the challenges: Create program-specific benchmarks, engage customers, and grow your bottom line.

In the last week or so, I’ve received a few questions from marketers about A/B testing their email programs. Here are my best answers to those queries.

Q: What percent do you consider a significant difference in testing open or click-through rate to determine success or not?

First, sample size is important: The more subscribers you test on, the more confidence you can have in your results. For a list that has 400k subscribers, look for at least a 10 percent lift in whatever metric you’re tracking. For example, if my email has a 15 percent open rate, a 10 percent lift would be a 16.5 percent open rate. Anything less than a 10 percent lift (or loss for that matter) falls in the realm of inconclusive.

Q: If I send a newsletter on the same day every week and want to test new days to send, should I expect a lower open rate because my new customers are expecting it on a certain day? If yes, when should I expect positive results?

For most A/B tests, you’ll probably see a higher open rate than usual right away…on a different day of the week than when you usually send. If you haven’t tested sending day in a long time, it’s likely your subscriber base has changed and they prefer to see emails on a different day. That being said, a marketer recently told me she completed a best-day-to-send test, and found her customers liked the regular send day best because they’d come to expect it then. Every email program is different, so subscriber reactions to day-of-the-week tests will be different.

If you don’t see positive results right away it’s quite likely that you are either:

  1. Already sending on the day that happens to be most convenient
  2. Have conditioned your subscribers to expect the email on a certain day

If you have your subscribers so conditioned they are looking for your weekly email, then you probably don’t want to mess with that.

Q: I remember back in the day, it was said a two-three percent response (click-through rate) was great. What should email marketers expect from their campaigns in general? Or does it vary greatly by industry?

It doesn’t just vary by industry, it varies by individual organization. Every company has a different subscriber list, and those subscribers will give you different response rates than even a similar company in your industry. There are so many variables at play that comparing your email metrics to another program is next to meaningless. Focus on surpassing your own bests and setting your own benchmarks, rather than comparing your metrics to benchmarks you might find in a whitepaper.

This isn’t quite in the realm of testing, but even within one company’s email program, simplistic benchmarks can conceal the full picture, especially when looking at rate. For example, when you prune inactive subscribers from your list (which you should be doing frequently) your rates will automatically increase even if you haven’t increased overall engagement. For this reason, I find it most helpful to focus on improving the metrics that aren’t going to fluctuate due to list hygiene: unique opens, total click-troughs and click-to-open rate.

Q: Have you ever encountered a chosen winner in an A/B split test ultimately having a lower open or click rate than the loser? What could be the cause of this?

This definitely happens. The cause is simple: Your subscribers don’t like it. It’s a simple case of marketers creating content and designs they love – trusting their intuitions – instead of understanding what their subscribers want. But that’s why you test! When your subject line, from name, design, or other testing variable loses, you’ve gained a little more information about your subscribers’ preferences.

A real life example occurred with a client recently. They tested a new header font in their email, and although the test version had a very slightly higher click-rate, it was not significant. They decided not to unleash a major change on their subscribers based on an inconclusive result.

Does a subject line containing only the name of your company result in more conversions? I would be concerned a subject line such as that may have an ambiguous meaning; people may click it thinking it contains one thing, and then be disappointed when the content is something else.

You’re right, it may be a little ambiguous; however, if a specific subject line hasn’t been getting the job done, it’s worth a test. Hopefully, you’re following best practices with your opt-in form and welcome email. Subscribers have opted in to receive your emails and they’re familiar with your company name.

This question is a great reminder that it’s important to always focus on user experience, and not ever mislead subscribers or set expectations you can’t meet.

For more testing strategies and to see innovative A/B tests, grab the recording of Take Your Email Marketing Back to School: The Science of Email Testing.

Joy Ugi
Digital Marketing Coordinator, WhatCounts

Jeff Anderson
Digital Marketing Manager, A Place for Mom

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Ask a Flowchart: How’s My Email Marketing?

There are some things that make life better. Fridays and flowcharts are two of those things.

Everyone can use an opportunity to playfully judge his or her approach to email marketing. Go from point A to whatever your point B is and discover what to do next in your journey to email marketing success. Whether you’re just starting to figure out how to send emails or you’re a seasoned pro, there’s always more to learn and improve on when it comes to the world’s top ROI-producing channel.

This flowchart will tell you how your email marketing is doing...sorta.

If your last step on this flowchart was “Ask us!” that means shoot me or some of my email strategy friends an email.

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Want to Send a Stellar Email? The Secret is in These 5 Steps

Send a stellar email using these five steps!Some people would say I take sending an email a little too seriously.

They’re probably right. I’m obsessed with sending only the best messages to people, whether it’s a marketing email or just a regular old reply in my Gmail inbox. Email is the most powerful communications channel today. Send a good message, make a good impression. Send a bad message, make an arch-enemy.

With that in mind, I thought I’d share my five secrets to send a stellar email.

1. No rushing allowed

If your marketing is anything like mine, you’re sending out one or two main emails a week. Those are important messages going to customers, prospects or both. Put time into them. I start creating our weekly newsletter a week before it goes out: Planning the content, reaching out to internal contributors, choosing images, and honing the copy to perfection. When I think it’s ready, I ask myself: Does this email appeal primarily to me or to my subscribers? If it’s the former, I change it to the latter.

Starting to put your marketing emails together early will allow you to create a timely, relevant message that will appeal to subscribers. It will also give you time to complete the other six steps.

2. Proofread it

Whether it’s a marketing email, a reply to a customer request, or an internal shout-out to the team, it pays to proofread. There are a variety of checklists available to help you weed out misspellings, grammatical issues and other errors (my hero is Grammar Girl). Find one and use it. Proofreading will help you avoid sending a sheepish correction email when you’ve messed up – and we’ve all unwillingly been there.

3. Have other people proofread it

Did you think you were done with checking for errors? Technically you are, but it’s time to enlist the help of friends and colleagues. You know as well as I do when you’re looking at copy too long, your eyes tend to glaze over. Other people will be able to pick out mistakes you missed. My sister and I routinely read each other drafts of work and personal correspondences; most of the time, we find glaring blunders the other missed.

For marketing emails, I employ a taskforce of colleagues from various departments to preview what I’ve put together. They often shoot back valuable insight and improvements – they’re the best!

4. Test it multiple times on multiple devices

Before I hit the send button on any marketing email, I make sure to look at a live test version. And although our platform has the capability to update links once an email is sent, I still click every single linked item in the test email. I re-read the copy, check to make sure included dates are correct, and hover over images to ensure alt text is present.

Thankfully, our wonderful design and campaign production services team produced a responsive design for our marketing emails. That means I can design the HTML, and it will convert to a different, mobile-friendly design when I view it on my iPhone. However, I always make sure to look at the design on my phone to make sure images and copy are showing up as they’re supposed to.

Taking the time to make sure everything displays properly and works right is just plain polite.

5. Ask for help

Repeat after me: You can’t do everything. If you’re anything like me, you want to figure out why that image won’t load or why your list disappeared or how to implement a cool new template all on your own. But if you can’t figure it out and that marketing email sends, subscribers may feel subconsciously slighted.

A significant part of email etiquette – and life – is knowing when you can’t do something and asking for help. My team can tell you I do it all the time. They are much smarter than I am in many areas, and leveraging their knowledge compliments them.

Many of these experiences I’ve had to learn the hard way, over a long time of sending. If these tips help just one person pause and commit to send better emails, I’ll consider my mission accomplished.

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

Download our latest eBook

Your email list is your most valuable asset. Learn 57 tips for building it today!


Expand Your Digital Marketing Knowledge with These Five Articles

Books by Chris, via FlickrIt’s that time again—we’ve been busy curating our favorite digital marketing articles from the past few weeks (amongst doing a few other things, like prepping for our awesome lifecycle UI workflow release), and we want to share them with you. Read on to increase your digital marketing knowledge.


How to Integrate Social Media Into Your Email Marketing Campaigns | Business2Community

You can go ahead and add social media and email marketing to your list of famous pairs—having one without the other leads to a less than stellar marketing strategy. But many of the benefits garnered from maintaining a robust social program are often overlooked by email marketers, who cling to the fact that email alone holds the highest ROI of any marketing channel. Some of these often ignored benefits are highlighted in this article on Bussiness2Community; including how social media can validate your data, help with segmentation, and with personalizing content for your email communication.

4 Ways to Keep Your Email Marketing Alive | ClickZ

After a nice long holiday weekend last week, it was a great feeling to come back to work refreshed and rejuvenated. If your marketing campaigns need some revitalization, too, this article is for you. Read to find 4 noteworthy tips for how to keep things current with your email program. As a company who preaches all things email, we definitely approve of this list. Plus, the article includes a host of links to industry-leading sources of information that you can peruse after reading the article.

10 Things Every Marketer Should Know About A/B Testing | KISSmetrics

Here at WhatCounts, we love talking about A/B Testing. We even had a webinar on testing last Thursday, which you can catch up on via our website.

This article, written by Nicki Powers for KISSmetrics, explains how A/B testing will help you increase conversion rates on your website—a feat all marketers are consistently striving to achieve. What’s especially great about this article is that the ten tips introduced can also be applied to your email strategy.

Why Your Email Marketing Needs to Get Personal | MarketingProfs

It is easy to observe that personalization is becoming the modern-day standard for interaction of all styles. This article goes over some mind-blowing statistics about how many companies aren’t making use of personalization, and how this void in their communication is sincerely hurting their business. This is a good read on why it is critical to be sending relevant, personalized emails.

Prep For Email Segmentation To Reap These 3 Benefits | Marketing Land

So, you’ve earned yourself some bragging rights for your vast subscriber list, but how much do you really know about them? As many email marketers come to find, extensive data is the key to being successful with your subscribers—and this applies for all list sizes.

Today, marketers need to know how to effectively target subscribers, and you accomplish this by collecting all the information you can get your hands on. In order to get this information, you’ll want to start gathering data at the beginning. This article will walk you through three solid reasons (in case you weren’t already sold) on why you need to be gathering data from square one.


Fill us in on your favorite digital marketing articles from the past few weeks by commenting below or tweeting at us!


Victoria Lopiano
Marketing Coordinator, WhatCounts

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Your email list is your most valuable asset. Learn 57 tips for building it today!


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From the Blog

Learn digital marketing tips, tricks and strategies from some of our top blog posts:

The ABCs of Email Testing: Learn about top strategies for testing your emails.

5 Easy Tips to Make Your Subject Lines Stand Out: Get noticed in the inbox with these subject line tips.

The One Thing You Should Never, Ever Do: Keep your email marketing program healthy by following this one, easy-to-do tip.